Macy’s launches NFT series for Thanksgiving Day Parade
The Macy’s Thanksgiving Day Parade celebrates its 95th anniversary this year with a drop of 9,500 free NFT artwork, featuring balloons from past events in support of Make-A-Wish.
A charitable auction of 10 NFTs begins on Friday, 19th November. Limited edition free Macy’s Parade NFTs launch on Thursday, 25th November.
These are designed by REOMETRY, a digital agency led by NFT artists REO and Seth Brown.
“As we celebrate our rich legacy, 95 years in the making, we were struck by the unique place the Parade holds in pop culture, always evolving and reflecting the greatest characters and artists of each generation,” says Will Coss, Executive Producer at Macy’s Thanksgiving Day Parade.
“To celebrate that history, we created art in a new form through NFTs that would bring the magic of the Parade to a new generation while raising funds for our partner Make-A-Wish.”
Powered by Sweet’s NFT platform and built atop the Polygon blockchain, Macy’s says that the initiative will be carbon-neutral and easy for all Parade fans to collect, trade and sell.
If NFT owners decide to sell in the after-market on compatible marketplaces, 10% of any sales generated will be donated to Make-A-Wish, in perpetuity.
In a press release, Macy’s says that “by employing NFT technology in this way, it is forging a path of charitable contributions that goes far beyond what traditional methods can achieve.”
“The 9,500-piece free generative Macy’s Parade NFTs will be distributed to Parade fans randomly and will come in various degrees of rarity including Classic, Rare, or Ultra Rare.”
E-commerce expansion
Macy's is launching a curated digital marketplace, powered by Mirakl, as it looks to further its e-commerce expansion.
It says that this will boost the company’s assortment in existing categories and brands and introduce a range of new categories, by enabling “carefully selected” third-party merchants to sell their products on macys.com and bloomingdales.com.
“This announcement is an exciting next chapter in our digital evolution. The marketplace platform will further accelerate our Polaris strategy and unlock new opportunities for sustainable and profitable growth,” says Matt Baer, Chief Digital and Customer Officer at Macy’s.
“Our digital business is targeted to generate $10 billion in sales by 2023, and we expect the new marketplace platform to produce incremental revenue on top of that target.”
“The marketplace platform will enable us to expand our assortment at a low incremental cost, while giving Macy’s customers easy access to even more product selection to meet their diverse needs.”
